FIFA HAS ANNOUNCED Kraken as the Official Crypto Exchange Supporter of the FIFA World Cup 2026. The partnership will focus on raising awareness and driving crypto adoption among football fans across North America and Europe through fan activations and product experiences during the tournament.
Kraken operates across more than 190 countries and has been running for over a decade. The FIFA World Cup 2026 runs from June 11 to July 19, featuring 48 teams across 104 matches in 16 host cities across Canada, Mexico, and the United States, with a projected cumulative global audience of over six billion.
Kraken and Payward CEO Arjun Sethi said, “Football is the one thing that moves the whole planet at once. Over seven weeks, six billion people will watch the same game, across every border and every language. Money should work the same way. Football has always crossed borders. So does crypto. For most of history, the best markets were open only to the few. The FIFA World Cup 2026 is where we show everyone else what they’ve been missing: an open, borderless financial system that anyone can join with a phone in their pocket. This isn’t a future concept. It’s here.”
FIFA Chief Business Officer Romy Gai said, “Innovation has always played a central role in how FIFA evolves and enhances the fan experience. As we prepare to welcome the world to the biggest FIFA World Cup in history, we are delighted to partner with Kraken, an organisation that shares our commitment to innovation and technology. Together, we look forward to exploring new ways to connect supporters with the tournament, creating memorable experiences that bring fans closer to the game and the moments that make the FIFA World Cup so special.”
Kraken’s partnership activation begins on June 10 with the FIFA World Cup 2026 Countdown Concert, a multi-country, multi-city event on the eve of the opening match. Fan-focused product experiences will run across North America and Europe throughout the tournament.
Kraken’s existing sports partnerships include Tottenham Hotspur, Atlético de Madrid, RB Leipzig, and the Atlassian Williams Racing Formula 1 team.
